A Custom Insights Tracking Tool for Global Campaigns
Wisetrack
Created at Jollywise
Worked on from 2012
Wisetrack is a custom-built tracking tool designed to monitor digital content performance across owned and earned platforms. With billions of events tracked globally, it provides meaningful insights to help make data-driven decisions for marketing and product campaigns.
Summary
When working with global clients, tracking the performance of distributed digital content can be challenging due to varying systems and a lack of consistent analytics. This was the problem we aimed to solve with Wisetrack, a proprietary analytics system that tracks digital content anywhere it’s used.
Wisetrack provides comprehensive insights, recording billions of events and allowing for detailed analysis. The tool has become invaluable for understanding the performance of assets and user behavior across multiple platforms, delivering crucial data to inform future campaigns.
The Journey
During my time at Kerb, we specialized in creating viral games. In 2004, we built an internal tracking system for these games, designed to monitor their virality and performance across platforms. Around the same time, the industry saw the rise of the ‘memecounter,’ a tool that helped rank viral content. I was deeply involved in monitoring these charts, which directly impacted our business development as successful stats boosted our pitches.
After leaving Kerb, I continued working with viral content and was introduced to Jollywise by the creators of the memecounter. At Jollywise, we encountered a recurring challenge: although we were creating and localizing marketing assets for global clients, we struggled to get reliable performance data from clients and their distribution partners.
Drawing on my experience, I led the development of a custom tracking system for Jollywise. This new system needed to be scalable, fast, and capable of tracking digital assets across multiple servers. Using MongoDB to store the data and advanced coding to ensure quick retrieval of stats, we integrated the system with all our assets, allowing us to track and analyze the performance of every piece of content we created.
Goals & Outcomes
The primary goal of Wisetrack was to gain meaningful insights from the digital content we produced and distributed for our clients. The system allowed us to track performance metrics for various assets, compare the effectiveness of publisher sites, and apply these insights to future projects.
One of the most impactful outcomes was in the detailed tracking of games. By understanding the full user experience—where users dropped off, which features worked well, and which didn’t—we were able to continuously improve our games and marketing campaigns.
By 2018, Wisetrack had recorded over 24 billion events, providing data on user locations, devices, dates, and the sites hosting or referring the content. The vast amount of data collected helped us understand not just individual asset performance but also larger patterns in user behavior across different platforms and regions.
My Roles
As Product Lead, I was responsible for the vision and execution of Wisetrack. With my background in creating similar systems at Kerb, I spearheaded the development of this tool, ensuring it was technically robust and scalable. I worked with the technical team to extend the tool’s compatibility across various code bases, making it adaptable for different types of content.
Additionally, I oversaw the creation of advanced dashboard tools, making it easier for our team and clients to visualize and analyze the data in real time. My role also involved continuously enhancing the system’s features and capabilities to meet the evolving needs of our campaigns and clients.
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